LAHORE: The World Chocolate might have been on Thursday, but we have the whole weekend to celebrate right? Aren’t we Lahoris after all and just need a reason to indulge in various mouth-watering delicacies? While most of us would head off to the nearest café or restaurant to try out molten lava and Alaska cakes, Magnum’s Pleasure Store, situated in Z Block, DHA offers the best of their chocolate-laden dessert. It’s true when they say, Magnum is not an ice cream, it’s a dessert and with their newest pleasure store, they surely prove their point. For those of you who haven’t been there as yet, it’s a three-storied building, nestled on the very commercial Z Block market of Defence. Ever since the store launched in May, never have I seen a dull moment at Magnum. People of all ages are seen queuing up to get their hands on the sensational dessert, which you can customise according to your taste and preference. However, I do wonder, if Magnum might become another Hardee’s, Butler’s, Fat Burger or even Burger King, where the fever among Lahoris eventually subsided and hence, lesser queues were seen outside their doors. Coming back to the structure of the Pleasure Store, on the ground floor, there’s a bar where you get your dessert prepared according to what flavour you like. You choose from milky and dark chocolate, and then there are a number of add ons and toppings to choose from as well, which I believe is the essence and the uniqueness of the Magnum store. One cannot find this variety and assortments from a random store, you need to be at their specific Magnum Pleasure Store, which specialises in this art for all sweet lovers. From classic, special and experimental toppings, there are nuts, dried berries, multi-coloured sprinkles, corn flakes, chopped pretzels, chocolate crunch balls, mini marshmallows, coconut shavings and what not. There was also a limited-edition edible gold spray, which took the standard taste and flavour of the dessert sky-high. Personalised Magnum is of Rs 250. The taste, as one expects, is spot on and immaculate. Indulging in your personalised Magnum equals no experience with any dessert ever. However, the creative team behind the brand needs to introduce beverages alongside as all that’s available at the store is the dessert. Some accompaniments would do more good than harm. “The Magnum Pleasure Store is the perfect blend of sophistication and premium indulgence, and we look forward to entertaining chocolate lovers from all over town,” Magnum Pakistan Brand Manager Azka Waqar said, while talking exclusively to Daily Times. Are you ready to celebrate World Chocolate Day weekend at the newest choco sensation in town?